VOLUME 3 · technology, many legitimate marketers do too little to effectively address customer concerns about spam and to maximize the potential of e-mail marketing as part of an

CAPTIVATE YOUR AUDIENCE WITH DIRECT MAIL THAT WORKS!

USING TECHNOLOGY TO TIP THE SCALESLET'S TALK TYPE

VOLUME 3.1

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Contributing EditorsLinda WhiteheadIan Broomhead

Radmilo Visnjevac

Art DirectorRadmilo Visnjevac

ProductionYuval GurrBill Wright

PublisherJeff Ekstein

Beyond Print is designed to serve the interests of the clients and prospective clients of Willow Printing Group Ltd.

Every effort has been made to ensure that the content of this publication is accurate, however, errors and omissions are not the responsibility of Willow Printing Group Ltd.

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ContentsVolume 3.1

Does Direct MailStill Work?Snail mail may not be sexy,but it still works!

Using Technology to TIP THE SCALESPut some weight behind your direct marketing eff orts with PERMISSION EMAIL.

Addresed MailWe have ways that could possibly save on your postage costs with Addressed Admail.

Let’s Talk TYPEart or science?Whether online or hard copy good typography skills are always in fashion.

@ WillowInnovation WITH purpose helps create positive change for your business in 2012!

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Contents

4 WILLOW PRINTING GROUP LTD.

In a world where recycle boxes sit waiting hungrily below mailboxes, making sure your message is meaningful, relevant and sent to targeted recipients is an important part of answering the question…

Fans of direct mail campaigns continue to pour hundreds of thousands of dollars each year into mailing out customizedpieces to their client base. Those who indulge in digital media scoff at what they believe is an old-fashioned approach to enticing the modern customer. So, does direct mail (DM) really work? And if so, how can you leverage it for your own business?

The answer to the fi rst question,is yes and no. If you believe DM to be a cheap way to target the masses, then you are far better off going digital. The number of times I have thrown away DM pieces without even looking at the content is innumerable. So have you, I’ll bet, unless it’s a generic piece which still offers value, like a coupon for a discount at your favourite restaurant. If that’s the case, you may hang onto it or tuck it away for a later date and hope you haven’t missed the deadline.

But how about when it’s a piecethat’s made to look important,mailed to you with your correct name and address printed on the label, and when you open it, offers you something really valuable? Do you take a second look? And maybe even consider the deal? Of course you do. And that’s what smart DM creators rely on, the emotional response a person displays when given an offer that’s hard to resist. It’s hard to duplicate this feeling online, though most daily deal sites try and do exactly this, with a hit and miss ratio that is similar to what a generic DM campaign has.

So, if you want to grab userattention in a big way, consider a well written direct mailer. Mostoften companies will hire acopywriter to write their mailer.This is because it’s not easy to sell your products and services in a single page.

A good DM piece willcontain the followingelements:

A style that resonates with itsaudience: Promoting a newclothing store? You may want tocreate a trendy piece that refl ectsthis look with colours and materialthat’s as unique as the store will be.

A delivery medium that’s different: Think outside the box(or envelope as the case may be).

“Does Direct Mail Work?” http://www.allinclusivemarketing.com/blog/does-direct-mail-still-work-in-a-digital-world/

Integrating Mail:


Deliver your mailer as a postcard,in a package, or wrappeduniquely. While weight is always a budget consideration, you do not have to spend a lot extra to get an individual look. Envelopes that are printed or cut in a shape, will stand out from the rest in the mailbox.

A design that speaks to thereceiver: Your internal message is as important, if not more so, than your external design. The latter gets your mailer into your

customer’s hand, but the message is what gets them to make the fi nal buying decision. Use powerful headlines, copy and images to sell your services. And don’t forget to include a call to action.

A personal touch: People aremore likely to open your mailer if they see their name on it. And if it doesn’t look like a sales message or yet another ‘free’ credit card.

So take the trouble to build yourcustomer base, or if you dopurchase lists, ensure they areclean and updated.Once your direct mail is ready togo, be sure to test it on a smalleraudience before you invest in afull-blown campaign. Successmeans you’re ready to deliveryour message to the world.Failure may mean back to thedrawing board, but it’s only byconsistent testing that you reachyour end results.


Is Direct Mail Still Valid?You bet it is!http://www.getbrandwise.com/branding-blog/bid/54291/Does-Direct-Mail-still-work-in-a-digital-age

You're probably wondering how this is possible or if I'm just talking about some old school theory.

The funny thing is this is an old school theory used for the mailer I reviewed this morning from yesterdays personal mail delivery. So you're probably wondering what this is all about, since everyone is saying direct mail is dead.

Well here is the deal. Direct mail can be interruption based marketing, meaning that you do not know the audience you are mailing to. In this case you probably know nothing about the audience because you just went out and bought a list for what you thought was your ideal customer demographic. Yes sometimes this works, but sometimes you miss the boat.

Do you know why direct mail doesn't work?It is because you really do notknow the customer or anythingabout them.

Do you know why the mailer I got did work?There are a few reasons:

It came from Toyota – I own a Camry so they

know something about me.

The offer was for the high mileage maintenance

special – my Camry is pushing 180K miles, they know this from previous interactions, the age of my vehicle and they recorded my mileage from the last time they worked on my car.

Toyota stirred up emotions – of course I do not want

to have problems with my car so I want to set up a service call to stay a head of the game

So what is the key marketingtake away?Know your target audience in allyour marketing efforts. If you dothis, even old school marketingtactics can still work and be verypowerful. This dealer is going tomake a few hundred dollars off of me to service my car and willfollow up as I hit higher mileageand I need something else. This is all because they track my mileage and make appropriate offers tied to things that are going on in my life.

Knowing your audience, is thebest marketing tactic you can use.This is why salesforce.com andother CRM's (customer relationship management software) are doing big business.

That must be because it is tied to a website, landing page or PURL campaign, right? Nope, just a standard letter mailer in an envelope.

Knowing your customer is the key to marketing success


Guess who’s doing a great jobwith

Are you ready for this? It came from Google!The familiar saying; Google has never advertised, is no longer true. It just goes to prove that even one of the world’s best brands is embracing the tried and true marketing technique of Direct Mail.

The mail piece is a blue 8x6" booklet called Top Tactics for Tough Times. The ten scan friendly pages deliver great tips on how to improve AdWord Results. Imagine, using print to encourage people to use an online advertiser. Who would have thought!

It stands to reason then that Direct Mail Marketing has to work or why else would a company like Google resort to using snail mail to get its marketing message across. The truth is that Google along with an increasing number of world famous brands are realizing after many years of denying it – Direct Mail works! If you integrate Direct Mail with an online campaign the results are even better.

Why does it work?The delete key is your customer’s best friend. Marketers are faced with the age old problem of being lost in the crowd. Today, instead of the circular fi le, email messages are either caught by more effective spam fi lters or are quickly

deleted by the recipient; ever vigilant against viruses. Those that make it through are often viewed for a scant few seconds and then quickly discarded as generic fodder.

Not surprisingly, smart marketers are turning back to an old friend. Direct Mail pieces work because they can be unique, interesting, and informative. They can act as a sign post directing the customer to something even more enticing: a webpage, a call to action or an immediate offer. Direct Mail is tactile with limitless possibilities; marketers have the ability to create something totally unique and most importantly … be heard and seen.

In a world of faceless internet companies, scammers behind every mouse click; Direct Mail offers the credibility and authority to your next marketing campaign because most of all … it works! Just ask Google!

Last week I received a piece of unsolicited direct mail from an unlikely source

Good Direct MailStands Out

direct mail?


The strategic use of relevant technologies can help elevate your direct marketing response rates to new levels.

For example, using “permission-based email”in conjunction with traditional direct marketingpieces can help give your results the boost they deserve.

Increasingly, organizations are adding personalized e-mail to their direct maketing programs as a cost-effective method of communicating with prospects and customers and for building lasting relationships. Using technology in this way allows for greater personalization and provides faster feedback than with traditional media alone. However, e-mail marketing is falling victim to its own success as legitimate marketers are struggling to separate their messages from the deluge of unsolicited communication (spam).

Use a Heavy-weight to TIP THE SCALES

Don’t ignore the elephant in the room… u


Due to shortcomings in processes andtechnology, many legitimate marketers dotoo little to effectively address customerconcerns about spam and to maximize thepotential of e-mail marketing as part of anintegrated approach. Moreover, the heavyreliance on outsourcers means that e-mail marketing remains siloed, thereby hindering organizations from providing customers with a unifi ed, satisfying experience across all com munication channels. Organizations can address these issuesby tailoring consumer and business marketing communications and content more precisely, to ensure that they build trust through meaningful dialogue with customers. Respecting customer preferences, applying email best practices, and synchronizing email with other customer touchpoints, will improve email marketing performance and benefi t an organization’s entire marketing program.

Get Permission Marketers can address these challenges by choosing permission-based email marketing, a best practice that allows organizations to take advantage of email’s cost-effi ciencies while simultaneously building consumer trust and bolstering marketing results. The benefi ts are signifi cant. A survey by Forrester Research reported that consumers open two-thirds of the messages they have opted into. The Marketing Leadership Council reports that permission to send boosts click-through rates by six to eight times. Moreover, permission-based email marketing protects brand equity, builds ROI when used as part of integrated marketing campaigns and ensures compliance with anti-spam legislation.m… use technology to your advantage


Address Correction & ValidationComputer programs can check each address in your database and verify that the street, city and postal code are correct. If they are incorrect they will be tagged and amended.

Address Accuracy ProgramA program designed to encourage mailers to ensure that all the components of an address are present and correct and that they match information in Canada Post’s database.

Addressed Admail (Canada)Advertising by mail bearing a uniform message that promotes the sale orus of products or sevices; reports on fi nancial performance primarily for promotional purposes; or solicits donations or contributions and meet Adressed Admail mail requirements outlined by Canada Post.

Data MiningGenerally, data mining (sometimes called data or knowledge discovery) is the process of analyzing data from different perspectives and summarizing it into useful information - information that can be used to increase revenue, cuts costs, or both.

Database managementUpdate your database by deleting old names, changing addresses, adding new names, extracting specifi c types of addresses.

Duplicate Elimination (de-dupe)A specifi c kind of controlled duplication, which no matter how many times a name and address appears on a list, and /or on how many different lists, it will only be accepted once.

IndiciaA mark representing a postal permit. Permit includes the carrier’s logo, product type, customer’s number, registration number (Publications mail only) and agreement number (Publications Mail only)

LettermailMail that consists of identical items of mail and meet Lettermail requirements outlined by Canada Post.

Machineable mailMail that meets the size and physical characteristics outlined by Canada Post that can be read and processed by Canada Post Machinery

Merge/Purge (dupe elimination)Combining two or more lists for the purpose of eliminating duplicate names. Reports are issued indicating, by list, the number of unique names, interfi le duplicates, assigned mult-buyers, and other pertinent information.

Phantom PiecesPaying for 1000 pieces but mailing less, in this case a phantom price will apply which is the base price for the service that is applied to the difference between the actual volume and the minimum volume required.

PresortSorting the postal code in order before you printing them on the mail piece.

Electronic Statement of Mailing (ESOM)A post offi ce form that must accompany all Canada Post mailings

Unaddressed Admail (Canada)Unaddressed mail, either advertising or promoting material or mail consisting of product samples that can be selectively distributed to houses, farms, apartments or business’s in accordance with the instructions of the mailer. Unaddressed admail items must not be addressed but may bear wording such as “householder”, “Occupant”, “Resident” or “Boxholder”.

Common Mailing & Lettershop Terms

Visit www.canadapost.ca/aasupportdocuments for a list of support documents detailing mail requirements.


If you’re currently mailing your promotional and marketing materials using Canada Post’s Lettermail service, we have ways that could possibly save on your postage costs with Addressed Admail, provided you meet certain minimum volume requirements.

What is Addressed Admail?There are two main classes of Addressed Admail in Canada; “NDG” and “LCP”.

NDG – National Distribution Guide. This is a manual guide, prepared by Canada Post. With this guide, bulk mailers can sort mail at several levels. However, the lowest sort level is only direct to postal station. For example; we can sort your mail conveniently for Canada Post so that it will arrive in a certain town’s postal station. The Letter Carriers then have to break it down into their various walks. Although there are savings when you compare the bulk NDG rate to Lettermail rates, the NDG rates are generally higher than LCP rates.

LCP – Letter Carrier Presort. LCP mailings are sorted using specialized computer software at Willow. This software will break down the mailing into letter carrier bundles for specifi c Letter Carrier Walks wherever possible. In these cases, the bundles can be given directly to a Letter Carrier for a particular route. Because the sort breakdown is much fi ner with LCP, mailers using this service frequently enjoy signifi cant savings as compared to the NDG service.

To qualify for Addressed Admail, your mailing must meet the following requirements: • Be promotional in nature. • Contain a uniform message. • Include a minimum of 1,000 pieces to Canadian addresses. • Be prepared and/or presorted in a specifi c way. • Use a postal indicia. The indicia can either be supplied by you or we can use ours.

The three key factors that determine how much you can save by using Addressed Admail are:

The number of pieces As mentioned the minimum number of pieces to qualify is 1,000. However, if your project falls below that number it may be advantageous to create a “Phantom Mailing” (See sidebar). Depending on the mailing you can realize signifi cant savings using Addressed Admail.

The size of the envelopeCanada Post frequently changes specifi cations so it is always best to confi rm with us before budgeting for your next Addressed Admail Campaign. The latest specifi cations are a minimum of 5.6x3.6” to a maximum of 9.6x6.1”.

The total weight of the mailing piece. The total combined weight of all mail components can be up to 50g.

Phantom Mail allows you to useCanada Post products like

Addressed Admail, even if you donot have enough pieces to meet

the minimum requirements.

How Phantom Mailings WorkNormally, 1,000 pieces of mail arerequired to qualify for a Canadian

Admail mailing; however, with aPhantom Mailing, it is possible to

mail fewer than 1,000 pieces ofAddressed Admail, provided you

pay the difference.

For Example:Suppose you have 975 pieces of

mail. You can mail the 975 piecesas Addressed Admail, but actually

pay for 1,000 pieces. The 25 pieces that you pay for, but do not mail,

are referred to as “Phantom Mail”. This way your average rate for the 975 pieces will be far less than the

Lettermail or First Class rate.

Even better, if you’re sending themail out as LCP, you pay for thePhantom Mail at the lowest LCP

rate for the given class of mail.NDG mail is, of course, subject to

the fl at NDG rate,

ADDRESSED ADMAIL

An Example; To illustrate the kinds of savings you can achieve through Address Admail consider the following example;

Post Card Campaign Distributed in Toronto Lettermail: $0.61 each, total postage $3,050

Quantity: 5,000 NDG Sort: Potential Savings up to $610 Size: 5x8” LCP Sort: Potential Savings up to $1,050 Weight: approx 12grams

Typography is not a science. Typography is an art. There are those who’d like to ‘scientificize’; those who believe that a large enough sample of data will somehow elicit good typography. However, this sausage-machine mentality

will only ever produce sausages. That typography and choosing type is not a science trammeled by axioms and rules is a cause to rejoice.

Before we get to the nitty-gritty of choosing type, let’s briefly talk about

responsibility. Fundamentally, the responsibility we bear is two-fold: first we owe it to the reader not to hinder

their reading pleasure, but to aid it; second, we owe a responsibility to the type-face or typefaces we employ. Good typefaces are designed for a good purpose, but not even the very best types are suited to every situation. Personally, I’m always a little nervous about using a newly acquired typeface. A new typeface is

something like a newborn baby (though it doesn’t throw-up on you): don’t drop it, squeeze it too hard, hold it upside-down; in other words, don’t abuse it, treat it

respectfully, carefully.

[typography] is a craft by which the meanings of text (or its absence of meaning) can be clarified, honoured and shared… — Robert Bringhurst

When your own reserves fail you, the internet may point you in the right direction. Web sites and blogs devoted to type aficionados are great sources of inspiration as well as information. adobe.com/type; fontbureau.com; typophile.com...

Choosing Type

Sans or Serif ?In my opinion, a lot of time is wasted attempting to prove that one is better than the other for setting extended text. I suggest that you ignore the vague and inconclusive findings of such ramblings and decide for yourself. Oh, but seriffed types are better for extended text because the serifs lead your eye along… Stop!

I’ll simply say that we read most easily that which we are most familiar with. (feel free to disagree). And if you’re in any doubt as to whether sans serif typefaces can be used for body text, then turn left at the end of aisle three and make your way over to the Swiss Typography department.

Some of my favourite typefaces look dreadful on screen; and even good typefaces like Georgia or Verdana, designed especially for the screen, often look at best mediocre on paper. Choosing type for the web is easier owing to fewer choices; however, that’s beginning to change.

If you’re setting text, whether it be for a novel about the Franco-Prussian war or for a single-word headline, read it—really read it. Reading the text will give up vital clues, not only for choosing the right typeface or typefaces, but will also be an aid in the overall design of the page. An example:

you’re setting text for an essay on the history of blackletter; so you set the text in blackletter, right?Probably not. There is a place for considering the historical context; however, it would be wrong to stick rigidly to this method of choosing type. If you’re setting a text on Neanderthal man, you’re going to run into problems.

In addition to reading the text, one should attempt to understand it. This is not always possible. If you’re setting text for an article on String Theory or Quantum Mechanics, then perhaps full comprehension is out of the question. However, attempt to understand the thrust or theme of the text.

Who will read your beautifully set text? Scientists, lawyers, engineers, echo boomers, children? If it’s not obvious from the text, then find out. Historical ligatures may not go down too well with pre-school kids.

Consider too the canvas, the page. Perhaps you’re setting text within someone else’s page design and you have no control over margins or page dimensions. A cramped page, with small margins may benefit from a lighter type, whereas rich margins may well merit a blacker typeface.

If your text’s final destination is paper, then print it and see. Your type might look exquisite on screen, but a train wreck on paper. There really is no substitute for printing. If setting for the screen, then check it on both PC and Mac, and at different resolutions (screen sizes).

Remind yourself that typography really is an art and that many of the decisions you make, including type choice, are subjective. If you’re unsure, ask others (designers and non-designers) to read your work. And seek out examples of great typography.

In future articles we’ll look at specific case studies, and examples of serif and sans serif typefaces that work well together. Perhaps you have your own methods for choosing type. If you do, then feel free to share them. [email protected]


Helpful things you did(not) know

Export Images from Word Files Did you know that Word’s DOCX file format is a glorified ZIP file? Change the extension to ZIP, unzip it, and you’ll find all of the document’s original assets, including the images as individual files in a folder. More importantly, InDesign can access the original high-resolution images when you place a DOCX file, even if they’re CMYK. The older DOC format converts all images to

RGB PNG files.

Change the Default Font To change InDesign’s default font, open InDesign but don’t open any documents. On the Character panel, change the Font Family and Font Style dropdowns to your preferred default. Edit the “[Basic Paragraph]” style on the Paragraph

Styles panel to match your new font. Quit or restart InDesign. From now on, every new document you create will use your chosen font. Note: You will lose this Basic Paragraph Style custom formatting if you copy-and-paste a paragraph into another document. If you’re sure all your documents will be created with this custom Basic Paragraph style, it’s probably okay. If not, create a new paragraph style and click on it while no documents are open. That then becomes your default paragraph style instead of the undependable Basic style.

Can You Apply a Gradient to Editable Text?Try to add a Gradient Swatch to the Fill of your text in Illustrator and nothing will happen. This might lead you to believe that it can’t be done. That’s why most Illustrator users will Outline their text in order to add a Gradient to type. But is this step really necessary? Only if you don’t know this secret workaround.

Click with your Type tool (T) and type a single word using 72 point text in a bold san serif face. Select the Type with your Selection tool (V) and take a look in the Appearance panel (Window>Appearance) (picture 1).

The top listing in the panel will be Type with a Character listing directly under it. Double-click on the Character listing to switch to your Type tool and reveal the Fill and Stroke of the highlighted text. Click on the default Black Fill in the panel to access the Swatches popup panel and change the Fill to None (picture 2).

Now double-click on the top listing in the panel, which now reads “Type: No Appearance.” Select Add New Fill from the Options menu of the panel. This will add a default Black Fill. Click on the Black Fill to access the Swatches popup panel and select a Gradient instead (picture 3).

It works! Why? The Gradient is being applied to the “type object,” not to the “type characters” within that type object.

picture 1

picture 3

picture 2

Find out howto make yourdirect mail soeffective youcan actually

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@willow @willowGreen Tip

Consider using FSC (Forest Stewardship Council)and/or Recycled papers in your direct mail programs.

Good Catch

The “Good Catch” program continues to reward our employees whenever they spot a problem before it happens.

The “catcher” gets rewarded on the spot and is entered into a quarterly Grand Prize draw. Recent winners include: Roco, Brent, Anna and Brian.

Don’t Be Shy!

Simply contact us at [email protected] and tell us what information is important to you and your organization so we can continue to build content that meets your needs. Scan here to connect

Still CONFUSED?

Still need to know more about Direct Marketing… Technology… Mailing…Reducing Costs… Improving ROI?Willow can help. Just CALL Ian at (905) 660-1515 ext. 237

Next Isuue

If you think the PRINT AND MAIL process is complicated, there’s a simple step you’ve overlooked. With a streamlined end-to-end process, your integrated marketing efforts can SOAR! Also, watch for new font ideas; technology tips; and more.

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Willow Printing Group LtdWith a mandate from our customers to help deliver the message through a variety of channels, we have built a facility that provides a convenient, complete, cost-effective suite of marketing and communication services. By providing end-to-end results-driven integrated marketing solutions that include creative services, data analytics, e-marketing tools, traditional print, mail, fulfillment and more , we ensure your company’s message is delivered consistently across all marketing channels.

What Can We Do For You?Committed to innovation in both client service and technology, we offer a full spectrum of communication solutions. We have the technical expertise, business acumen and creative muscle to deliver results at every step in the process. Leave it to us to manage the following:

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VOLUME 3 · technology, many legitimate marketers do too little to effectively address customer concerns about spam and to maximize the potential of e-mail marketing as part of an